How do I get potential customers to engage on my site?
If you’re trying to run a business online, this is a critically important question to answer—especially if you’re running any sort of pay-per-click (PPC) advertising.
Clicks and site traffic simply aren’t enough. If you want your business to succeed, you need conversions and sales .
Now, hopefully, since you’re here on the Kissmetrics blog, you already know that. You’re constantly improving your PPC traffic and optimizing your landing pages for maximum conversion rate.
But still, you want more out of your site. Wouldn’t it be great if there was an easy way to get even more people to engage on your site and convert?
Well, fortunately, at Disruptive, we’ve come up with a PPC advertising hack that uses live chat prompts to quadruple chats and increase conversion rates by up to 20%.
Here’s how it works:
People Love to Talk
Whenever someone visits your site, it’s because they need something. Maybe they have a problem they need fixed. Maybe they have a question they need answered. Maybe they simply want to feel understood.
No matter what the reason, people come to your site because they need something. If you can get them to talk about what they need, they are much more likely to feel connected to and engage with your business.
In fact, if you can get people talking, you’re much more likely to win their business— half of leads choose the first company they speak with .
The good news is, people love to talk and they especially like to talk about their problems, concerns and frustrations—the exact things that brought them to your site! All you have to do is find a good way to start the conversation.
Vanilla Chat Prompts
To better understand this, pretend you’re a guy who’s going to propose to his girlfriend soon. You enter a local jewelry store and start looking at the diamond engagement rings. A salesperson walks up and greets you with a cheerful, “It’s a pleasure to see you today! What can I help you with?”
How would you respond? Odds are, if you didn’t already have a specific question in mind, you’d probably just shrug and say “Oh nothing, I’m just looking.”
That’s not very helpful to either of you, is it?
Well, guess what? Most chat prompts start with generic questions like, “Can I help?” For example, check out the chat prompt below:
This doesn’t really do much for them or you, unless you show up on their site with a burning question you’re dying to ask.
Now, don’t get me wrong, this sort of chat prompt is great if you’re in the customer service department, but we’re marketers. We’re trying to start a conversation, not fill a troubleshooting queue.
Useful Chat Prompts
So, what sort of chat prompt start a conversation? Let’s go back to our engagement ring example.
After a somewhat underwhelming experience at the first jewelry store, you check out a second place and a new salesperson appears. This guy, however, asks you a specific question that relates to what you’re looking at, like “Is there specific cut you’re looking for?”
This is a much better conversation starter now isn’t it? It’s an open-ended, specific question that shows the salesperson’s interest in helping you.
Let’s apply this to chat prompts.
Instead of leading with “Can I help you with anything?” consider leading with something more directly relevant to your business. For our answering service, that might look like this:
A chat prompt like this uses something the answering service knows about their visitors (they are probably there because they need a high-quality answering service) to try and start a conversation.
After all, if you want to prove that you’re a high-quality answering service, what better way than to let people try before they buy?
It’s a great idea, but the problem with this prompt is that it still doesn’t really draw people into a conversation. If someone is seriously considering this service, they’re probably going to chat in, but a lot of those people probably would have converted anyways.
Engaging Chat Prompts
Truly engaging chat prompts aren’t just focused on meeting customer needs—they actually get people to talk about those needs, wants and desires.
Back to our engagement ring salesperson example. You still weren’t sold in store #2, so you head to jeweler #3. Here, the salesperson came up to you and said, “I noticed you’re checking out our engagement rings. When are you popping the question?”
The answer to that question will give the salesperson everything he needs to get a conversation started, steer you to your ideal ring and close the sale.
For example, if you answer, “I want to ask her in a couple of weeks, but I wanted to see what my ring options are,” he might respond with:
“Great! Congratulations! I asked my wife to marry me in December, too. Do you have any idea what sort of cut she likes?”
Look at that! You’re only a few sentences into the conversation, but the salesperson has already identified your needs, made a connection with you and shown that he’s on your team.
Assuming each salesperson has a ring and a price that fits your needs, which store are you more likely to buy from? If you’re like most people, the answer is jeweler #3!
Crafting a Conversation Starter
Now, all of this is great advice for jewelry salespeople, but how do you start a conversation like this online?
Well, the secret to salesperson #3’s success was the fact that he used what he knew about you and why you were there to draw you into a conversation. Your PPC ads tell you the exact same information—all you have to do is use it!
For example, let’s take a look at how I ended up on that call answering service page. I found their page by searching for “virtual answering service” on Google.